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Behind the Brand
with SETTE Jewelry Founder Isabel Calvert
Karla Godinez
February 14, 2025
“We go beyond the surface”
BRANDS CURATED | Serving news & insights across art, brand, culture, fashion, hospitality, & sports.
Editor’s Note: Today we have a special edition debuting the new Behind the Brand series to give you the perfect Valentine’s Day publication because we all know diamonds are a girl’s best friend! 💌 This series features brand founders, creative directors, and the visionaries behind impactful brands, campaigns, and launches. Stay tuned for more and enjoy.
Discover the creativity, innovation, and strategy behind SETTE Jewelry in this latest interview with Founder Isabel Calvert:
What was the initial inspiration behind launching SETTE Jewelry?
While many brands leaned into simplicity and minimalism, I wanted to create a bold, design-focused brand that brought a fashion-forward edge to fine jewelry. After nearly a decade in the industry, I realized that women were craving pieces that went beyond the basic. They wanted jewelry that made a statement, reflected their individuality, and felt as daring as it was timeless.
SETTE was born from this vision—a fine jewelry design house that empowers women to embrace diamonds on their own terms. Thanks to the revolutionary accessibility of lab-grown diamonds, women no longer have to wait for an engagement ring to own their first diamond. Fine jewelry is now as attainable as their favorite designer purse. I envision a world where women collect fine jewelry like they do designer handbags or shoes—celebrating their own milestones instead of waiting for a partner to buy them jewelry only on special occasions. From bold silhouettes to unique craftsmanship, each SETTE piece is intentionally rare by design, unforgettable in style, and empowering in its essence.
How do you navigate the journey and challenges that come with turning creative vision into reality?
I’ve learned to lean on the incredible community around me. I’m a product person at heart, so I openly seek advice and support in areas outside my expertise. One of my most impactful connections came through TikTok, where I submitted my brand for a live branding audit—an intimidating move since the host is a renowned branding expert. That leap of faith paid off immensely, and not only did I gain invaluable insight into my brand, but I also built an incredible relationship with someone who has since become both a counselor and a friend.
Taking risks like this and being willing to ask for help has proven transformative. It’s taught me that turning a creative vision into reality isn’t just about the work you put in—it’s also about the people you surround yourself with who challenge, support, and inspire you along the way.